Features and nuances of B2B sales

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The B2B market is fundamentally different from the B2C market. If in the latter case the buyer purchases a product/service for himself, then the B2B client is looking for either a product for resale or a way to increase the company's profits.

Working in the B2B segment is greatly complicated by its features, which can be divided into four basic blocks.

Market .

Limited demand . There are far fewer B2B companies than B2C;
ABC clients . We are talking about ABC analysis based on segmentation of clients by their expenses: A includes those who bring in 80% of revenue, B — those who bring in 15%, C — the least valuable clients, netherlands consumer email list bringing in the remaining 5%. Therefore, managers evaluate not the current order of a new lead from marketing, but the prospects for its development, that is, whether this company can become segment A;
The qualifications of a company are sometimes more important than the qualifications of a lead , and sometimes attracting a company with which no deals have been made yet is more important than working with a brand that is ready to purchase a product/service “here and now”;
Work is carried out through partners or dealer networks , which complicates marketing analytics.
Transactions .

Long transaction cycle . The larger the company, the longer it takes to agree on a contract, so it is not always possible to assess ROI and ROMI at the current moment;
Before a purchase, there are usually several touchpoints across various channels (both online and offline): there could be a meeting at an exhibition, a cold call, a touchpoint through outreach or advertising;
Several decision makers with different motives for purchasing, which should also be taken into account during communication;
Some people use the service/product , while others search for or buy it . For example, this can be observed when selling special equipment. And here it is necessary to correctly determine what to indicate in the offer and who to influence. Perhaps it is worth teaching how to "push" your supplier and what to emphasize.